A recent study took a look at the different types of content that appears in Google universal search results – and guess what? Video is at the top of the list.
So what exactly are “universal search results”? Basically, several years back, Google made some changes to extend search result beyond the usual 10 blue links per page. Obviously, these days we see LOTS of stuff on Google search pages – paid links, images, maps, recent news items, and so on.
The research, conducted by search and social analytics software company Searchmetrics, shows that among these additional elements, video content is by far the most dominant in search results. In fact, the overall share in December 2012 for online video in universal search (62%) was well beyond the second most popular content item (images came in at a mere 32%).
So what does this mean for marketers? That once again, video content provides organizations with a prime opportunity to rank high for target keywords beyond their typical text-based resources. To put it another way, creating more video content is good for SEO!
A few other takeaways:
Naturally, just creating and posting videos won’t magically lead to higher rankings and more organic search traffic. You also need to use video SEO best practices and optimize your content appropriately to see maximum results.
To no one’s surprise, about 80% of video results in Google come from YouTube. This further shows that – purely in terms of potential exposure of your content – there’s no beating YouTube. (It is the third most popular website on the planet, after all.) That’s why YouTube should be at least part of your overall video marketing strategy, and used in tandem with Brainshark On-Demand to get maximum benefits.
For more details on the value of video in Google universal search results, check out the full Searchmetrics infographic below (posted by Marketing Land).